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Table of
Content
Content

 Executive Summary 2

 Benefits of All Sensodyne Products 3

 Current Market Situation 4

 Assessment of 4Ps 5

 Competitive Review 7

 Objectives and issues 9

 Marketing Strategy 13
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Executive summery

Sensodyne is a brand of toothpaste that was first sold by Block Drug, a Brooklyn, New York-
based Company established in 1907. The toothpaste was first marketed in 1961.
It is famous because sensodyne toothpaste is recommended by dentists all around the world
for sensitive teeth. Sensodyne has become one of the most popular toothpaste brands in
Bangladesh. Its target is to provide sensodyne at a great lower price so that every customer
can afford as well Sensodyne is a kind of toothpaste targeted at people with sensitive teeth.
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Benefits of All Sensodyne Products

24/7 Sensitivity Protection

Lasting Sensitivity Relief

Cavity Protection

Breathing freshness
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Current Market Situation

Based on the current sensodyne toothpaste market structure of Bangladesh, the market
situation of sensodyne toothpaste is on a satisfactory level. The following diagram shows the
market share of different brands of toothpaste available on Bangladesh market.

 Close up
1.5; 8%  Colgate
1; 5%
6; 32%  Pepsodent
2; 11%
 Mediplus

3.5; 19%
 Sensodyne

4.5; 24%
 others

It can be inferred from the above chart that the market share of sensodyne toothpaste is not on
top and other new brands are also coming into the market aggressively with different
strategies. In analyzing the market situation of sensodyne Product, marketing team should
also be taken into consideration and should move with new marketing strategies. Here we are
dividing our market into distinct needs, characteristics, or behaviors who might require
separate products or marketing mix
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Assessment of 4Ps

Marketing Mix of Sensodyne analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Sensodyne marketing strategy. The article elaborates the
pricing, advertising & distribution strategies used by the company.

Let us start the Sensodyne Marketing Mix:

Product:

The product strategy and mix in Sensodyne marketing strategy can be explained as follows:

Sensodyne is one of the top tooth care brands in the world. The main offerings of Sensodyne
as a part of its marketing mix product portfolio are toothpaste and mouthwash. The idea
behind creating them is to provide relief against the pain after having something hot or cold.
This is their point of differentiation from other products. Their products have chemicals like
Potassium Nitrate and Stannous Fluoride which reduces the effect of pain. Apart from this,
now they have started selling toothbrushes specializing in sensitivity. Sensodyne products
come in many variants like deep clean, whitening, repair and rapid relief. It has created a
$1bn brand equity with 20% market share in the American market. The packaging is done in
order to give a premium feel of the product. Quantity-wise toothpaste is sold in three variants
of 40gm, 70gm and 130gm.
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Price: Below is the pricing strategy in Sensodyne marketing strategy:

The prices of Sensodyne are kept at a premium range. In India, the prices for a particular
weight is may vary to Rs 5-10 depending on the variant for toothpaste. To penetrate in the
market, high prices with good promotional activities and marketing strategies was adopted.
The prices of mouth fresh and toothbrushes are also kept at the premium segment to attract
the middle and upper-class people.

Place: Following is the distribution strategy of Sensodyne:

For Sensodyne, dentists not only played a key role in advertisements but also helped in
distribution. They used to recommend the product and the product can be found in the nearby
medical store. Sensodyne used the distribution network of their parent company GSK which
has a wide network. The product can now be found in small towns to large cities, from small
medical shops to large retail shops. Earlier it was only available in pharmaceutical shops but
as demand increased GSK started selling it to retail shops.

Promotion: The promotional and advertising strategy in the Sensodyne marketing strategy
is as follows:

Sensodyne needed good promotional strategy otherwise it may fail miserably. To penetrate in
the market, it needs to educate the consumers about dental condition and to let them know
that its treatable. It has done so by running advertisements of real dentists describing the
problem. It also asked dentist to try their products so they would recommend them to their
patients. Sensodyne has a very successful promotional campaign due to which the market
share grew manifold. On its site, it provides free check-up for sensation which attract
consumers. It tells them the causes, symptoms and treatment of the condition. To validate
their claims, customer reviews have been put up on the site. Hence this concludes the
marketing mix of Sensodyne .
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Competitive Review

Sensodyne toothpaste is recommended by dentists all around the world for both sensitive
teeth and acid wear. Sensodyne provides proven relief from the pain caused by sensitive teeth
and provides long-lasting sensitivity protection*. Pronamel helps to re-harden your tooth
enamel*.

If you have sensitive teeth or are at risk of acid wear, switching to a toothpaste such as
Sensodyne or pronamel can make a big difference to your everyday life and to your overall
oral health.

Dentinal hypersensitivity, or tooth sensitivity, is a common dental problem. It’s a condition

that can develop over time, as a result of common problems such as receding gums and
enamel wear. Most sufferers are between 20 and 50 years old. Tooth sensitivity can start to
happen when the softer, inner part of the tooth called ‘dentine’ becomes exposed. Dentine lies
under the enamel and the gums.
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Thousands of microscopic channels run through the dentine towards the centre of the tooth.
Once the dentine is exposed, external triggers (such as a cold drink) can stimulate the nerves
inside the tooth, resulting in the characteristic short, sharp pain of tooth sensitivity.

Only a dentist can confirm you have dentinal hypersensitivity. If you are experiencing any
dental problems, always consult your dentist for advice. If you have dentinal hypersensitivity,
you can help to minimise further exposure of the dentine, care for your sensitive teeth and
relieve the painful symptoms by making some simple changes to your daily oral care routine
and dietary habits.

In this section we look at some of the main causes of sensitivity.

If you’ve ever winced after an unwelcome twinge of tooth sensitivity, you’re not the only
one. But remember, there can be many different causes of dental pain, other than tooth
sensitivity. So if you are feeling any tooth pain or discomfort, especially if it persists, the best
thing you can do is visit your dentist and seek professional advice.
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Objectives and issues

Increase sales

Sensodyne’s domination of the Tk 600 crore sensitive category in the toothpaste market
begins with, of all things, cold water. At the time of its
launch in 2011 awareness of sensitive teeth as a problem
was minimal. Market leader Colgate dominated (and
continues to dominate the overall toothpaste market with a
staggering 56% share.) It had a sensitive teeth variant but
made no special attempt to push it. The team at Sensodyne
realized this was a problem that would take a lot more than a
TV commercial to crack. The solution: chill tests where
people were invited to take a sip from a glass of cold water
to see if they felt a short sharp pain in their teeth. Sensodyne ran 50,000 of these in the year
of its launch and as of June 2014, the number stands at a staggering 5 lakh. 

The unusual approach extends to its brand partnerships. Last month, Sensodyne tied up with
ice-cream chain Baskin Robbins by putting up tent cards at 229 outlets across 19 cities to
offer free samples of the toothpaste to customers along with the bill. 
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Increase market share

The total value of the global oral care market is £7.2 billion, with global toothpaste at £4.3
billion. Sensodyne, the World’s No.1 Sensitivity Toothpaste Brand has a global share of the
oral care market of 9.4%.

The sensitivity toothpaste market is worth £719 million; of that Sensodyne has 61% share.

Sensodyne’s portfolio falls into 3 pillars, or tiers; it

is Essential Care, Advanced Care and Specialist.
The Essential Care range of products drives
approximately 70% of their volume and the rest is
split between the 2 more premium products. The
premium pillars are strategically important to drive
incremental growth by encouraging consumers to
trade up to higher value products. Sensodyne
Complete Protection was launched to sit within the
Advanced Care pillar, alongside their existing
Repair and Protect brand.

Over the past 5 years GSK have seen big generalist brands enter their specialist area such as
Colgate, Oral B and Arm & Hammer, all which have brought sensitivity pastes to the market.
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Increase brand awareness

In the beginning

In 2000 Sensodyne was a small toothpaste brand, distributed in pharmacies, with 5%

penetration.* It had been around for 30 years, and was quietly occupying a specialist corner
of the toothpaste market, with barely any competitors. In 2000 the company who owned
Sensodyne came up for sale. GlaxoSmithKline (GSK) were
interested enough to acquire the company, for the brand.

The ‘Dentist effect’ needed boosting

Dentists were doing a good job of letting people know they

had sensitivity pain. It just wasn’t happening very much.
Sufferers were blaming food and drink, not teeth, so weren’t
mentioning it to their Dentist. And so Dentists weren’t aware
that so many people suffered. Sensodyne needed to target both Dentists and sufferers, to
create a two-way environment of better awareness of this oral health condition.

Promotion

 TV commercials in regional Languages

 “Chills Test” in hypermarkets
 Promotion through dentist and dental colleges
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Building brand image

 To position Sensodyne Complete Protection as a complete oral care solution offering

superior cleaning and sensitivity protection.
 To shift the consumer’s perception of Sensodyne from being a specialist sensitivity-
relief product to a total oral care solution for everyday use.
 To create a design language that illuminates the product’s multiple benefits through
visual cues our target audiences would understand and relate to.
 To make the brand more appealing and feel more premium to a wider audience.
 To create maximum on-shelf impact and stand apart from our competitors.
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Marketing Strategy

Product Strategy

Product strategy is characterized as the guide of an item. This guide traces the start to finish
vision of the item, points of interest on accomplishing the item procedure and the 10,000 foot
view setting regarding what the item will turn into. Organizations use the item technique in
key arranging and showcasing to recognize the course of the organization's exercises. The
item procedure is made out of an assortment of successive procedure all together for the
vision to be viably accomplished. The organization must be clear as far as the objective
market of the item with the end goal for them to design the exercises required so as to achieve
the goal and to accomplish its objectives.

For the chosen product of the report which is “Sensodyne toothpaste” the process would
include:

1. Creating - Using SWOT investigation (strengths, weaknesses, opportunities and

threats) and current market patterns to produce thoughts. The organization might need
to build up a few distinctive guides to suit various sorts of tasks alongside dangers the
board included.
2. Screening the Idea - Set explicit criteria for the item thoughts as far as on the off
chance that it ought to be preceded or decreased. Will clients in the market profit by
Sensodyne toothpaste?
3. Testing the Concept - Using quantitative or subjective reactions to survey customer
reactions to Sensodyne toothpaste thought before acquainting the item with the
commercial center.
4. Business Analytics - An itemized showcasing technique will be incorporated into
terms of whether Sensodyne toothpaste will be beneficial in the commercial center.
This will likewise incorporate the responses from the objective markets and item
situating to assess if there's interest from the market.
5. Attractiveness Tests - Prototypes of Sensodyne will be presented trailed by a trial of
the item alongside the proposed advertising plan. Alteration can be made when
essential.
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6. Details and Product Development – Prototypes of Sensodyne will be made available

in the commercial center permitting definite and genuine examinations, item
determinations and any assembling strategies. This stage additionally incorporates the
procedure of coordination plan, provider joint effort, designing tasks arranging and
quality administration.
7. Popularize – Sensodyne will be propelled into the market close by notices and
different advancements.
8. Post Launch Review and Perfect Pricing - Review of the market execution so as to
survey the accomplishment of the task on the whole Sensodyne portfolio. This stage
will likewise incorporate item costs and the gauge of future benefit and income,
contrasting cost and utilizing focused advancements for rivalry in the market. Worth
chain examination will be valuable for this phase of the procedure.
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Pricing Strategy

Pricing is a standout amongst the most imperative and exceedingly requested part inside the
hypothesis of promoting blend. It encourages shoppers to have a picture of the gauges the
firm brings to the table through their items, making firms to have an extraordinary notoriety
in the market. The company's choice on the cost of the item and the valuing system impacts
the purchaser's choice on whether to buy the item. At the point when firms are choosing to
consider applying any kind of valuing system they should know about the accompanying
reasons so as to settle on a proper decision which will profit their business. The challenge
inside the market today is incredibly high, therefore, organizations must be mindful to their
rival's activities so as to have the relative preferred position in the market. The innovation of
web utilization has expanded and grown significantly consequently, value examinations
should be possible by clients through online access. Shoppers are extremely specific with
respect to the buys they make because of their insight into the fiscal worth. Firms must be
aware of these factors and value their items appropriately.

The pricing strategy that we choose for our product is “Penetration Pricing” as it incorporates
setting the value low with the objectives of drawing in clients and picking up piece of the
overall industry. The cost will be raised later once this piece of the overall industry is picked
up. A firm that uses a penetration pricing technique costs an item or an administration at a
littler sum than its standard thing, long range market cost so as to expand progressively quick
market acknowledgment or to build their current piece of the pie. This technique can at times
debilitate new contenders from entering a market position in the event that they erroneously
watch the entrance cost as a long range cost. Organizations do their estimating in assorted
ways. In little organizations, costs are regularly set by the manager. In huge organizations,
evaluating is dealt with by division and the product offering administrators. In enterprises
where evaluating is a key impact, valuing divisions are set to help others in deciding
reasonable costs.. This system of infiltration estimating is indispensable and much prescribed
to be connected over various circumstances that the firm may confront. For example, when
the creation rate of the firm is lower when contrasted with different firms in the market and
furthermore now and again when firms face hardship into discharging their item in the market
because of incredibly huge rate of rivalry. In these circumstances it is proper for a firm to
utilize the entrance procedure to pick up customer consideration.
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Distribution strategy

Distribution in marketing is one of the classic “4 Ps” (product, promotion, price, placement
a.k.a. “distribution”). They’re a key element in your entire marketing strategy — they help
you expand your reach and grow revenue.
Pepsodent enables it to maintain prompt, safe and low-cost logistics globally. Pepsodent uses
mix channels strategy to make its products available in the market. Distribution partners, e-
commerce sites & manly third-party retailers are the channels of distribution used by the
company.
Through aggressive marketing and channel focus, Pepsodent that has a more than 40%
market share in each of these businesses aims to become the market leader. It also hopes to
cash in on the booming digital camera sales in which it has a 40% market share. The market
is evolving and pepsodent is fast catching up thanks to the customer relationship management
and evaluation.
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Marketing Communicating Strategy

In the communicating strategy Canon focused into 4 things in particular. Those are
advertisement, internet marketing, sales promotion and public relations.
Advertising has become part of producers’ life to win consumers hearts. There are different
types of approaches pepsodent advertisers use to attract the buyer to the product. Pepsodent
use techniques such as glittering generalities, testimonial, need for affiliation and aesthetic
sensation as propaganda methods to attract their buyers.
In a digital age where every toothpaste company is competitive and empowered to become
more productive, pepsodent has surprisingly managed to keep itself and the products it offers
relevant. Pepsodent employs an impressive social media marketing strategy that has helped to
cultivate brand awareness and to entrench its position as the industry leader. Pepsodent has a
Facebook page created for each country it has a considerable presence in. pepsodent has also
adopted a localized approach to its YouTube channel, with official accounts. The pepsodent
YouTube channel is a place where customers can learn about how to get full use out of their
new camera or lens, pick up new tips and tricks from professionals, and be inspired.
pepsodent regularly updates on Twitter with freshness and inspirational quotes or cute call-to-
actions. These tweets are well-received by followers, with many of them retweeting these
posts or sending in a reply. Pepsodent also likes its customer’s tweets, many of which have
been brought to pepsodent attention through the use of the hashtag pepsodent.
Sales promotions are strategies where in an incentive is offered to the consumer to impact
sales in the short term; an activity designed to boost the sales of a product or service and
advertise an offer to the consumer to give them a reason to buy. It offers consumers an
incentive to buy, either by lowering price or adding value. Sales Promotion usually encourage
repeat purchases, larger purchases, promote new-product or attract new customers. Pepsodent
is able to offer discounts & coupons, hand out information regarding new products, and also
provide "Gift with purchase" or "free shipping". "Gift with purchase", is a very common
promotional technique. It is also known as a “premium promotion” in that the customer gets
something in addition to the main purchase.
Public relations is a critical part of the marketing mix with massive potential to drive brand
and business outcomes in a fragmented communication environment and pepsodent is
looking forward to building on the program that they have established to date. The evolution
of pepsodent marketing strategy from a product focus to a brand approach, with an emphasis
on the consumer end-user experience, lead the brand to reconsider its PR
operations. pepsodent’s PR strategy will continue to use integrated media channels to reach
its audience and consumers.

Channels continue to evolve, and have a well-integrated and progressive approach.

Pepsodents journey starts and finishes with the consumer and it’s their attitudes, needs and
objectives frame channel strategies. What’s important is that the medium and the message
work hand-in-glove to achieve specific objectives in relation to the consumer journey.